style in progress 1/2023 – BSTN

“IT IS DEFINITELY ABOUT VALUES”

Diving into the rich heritage of streetwear with Christian Trojan and Dusan Cvetkovic of BSTN feels like pure brain stimulation. It conjures up New York basketball courts, hip hop beats, sporting challenges, and cult brands. That OG attitude to life is, for so many people, inextricably linked with sneakers like the Air Jordan. Yet suddenly someone who has never even seen Michael Jordan play walks into the picture. Someone who embraces the style just as much, but for completely different reasons. Gen Z places new demands on brands and stores. A challenge that BSTN addresses with a hybrid strategy, once again proving its stature.

BSTN is a pioneer of the streetwear scene and yet always embodies change. The industry is currently experiencing plenty of change, not least due to social media brands and young influencers who are stirring up the market. How does that affect you, both in terms of collections and stores?

Christian Trojan, Managing Director of BSTN: Generally speaking, Gen Z is an important topic for us. Many of our portfolio brands share this view. We believe in a hybrid approach, catering to multiple customer groups. On the one hand, there is the streetwear connoisseur who knows and celebrates all the Air Jordan 1 colourways. On the other hand, there are the kids who have never seen Michael Jordan play live. For us, this means that we need to satisfy both our early OG customers and Gen Z. After all, these kids are writing their own chapter of sports and streetwear. That is why it is so fascinating for us to observe how they develop a relationship with, for example, an Adidas Forum. And not because they know the heritage of the shoe from the past, but because they are adapting it to their own style. It creates a new dynamic, especially in retail. This influences our product range and storytelling.

What is the story you wish to share with Gen Z?

It is definitely about values and authenticity. In the past, it was all about the highest level of sporting performance, competition, and the eternal challenge. Modern customers have universal access to all kinds of information and are well-informed. Therefore, today’s storytelling is less about pure information and more about emotion, creativity, sustainability, and community. We need to convey our attitude and values; explain why we think a product is great. Be it online or in-store, our objective is to connect with customers and see how they interact with a product. The intersection between the different generations is extremely intriguing, as they share a passion for a certain piece. We have very different customer types who all celebrate the same shoe model. Yet they do so for completely different reasons and from completely different perspectives.

BSTN presented its debut collection following its comprehensive brand relaunch in autumn 2022. With an amplified unisex approach, the alpine basketball collection also appeals to Gen Z.

Community hub: the Hamburg store recently celebrated its fifth anniversary.